In just two months following the program’s March 2015 launch, Hanna Andersson refer-a-friend acquired over 25% of its new-customer goal for the entire year. And more than 20% of the friends who click on share messages convert into customers. What’s behind these numbers? Solid fundamentals. Hanna Andersson makes referrals easy to find, easy to use, and rewarding for friends and advocates. Here’s how.
- Generate advocacy through visibility
- Encourage participation through ease of use
- Rewarding advocates and friends instantly
Generating advocacy through visibility
Hanna Andersson knows that in order for referrals to work, people have to know they’re able to refer. That means making the referral program visible everywhere people interact with the brand. Hanna Andersson enables referrals on site, in mobile, in its catalog, in Facebook posts and retargeting, and through dedicated emails. The next step? Enabling referrals through marketing emails, transactional emails, and product-level placements.
Encourage participation through ease of use
The Extole platform makes responsiveness the norm, so consumers get the same, simple sharing experience whether they’re on desktop or mobile. Hanna Andersson doesn’t require login or registration for its program, so there are no hurdles for customers to jump over on their way to sharing. When friends click on a referral and land on the brand site, they’re automatically confirmed as having come through a referral and shown their 20% coupon code.
Reward advocates and friends instantly
Once an advocate earns a reward for sharing, they immediately receive that reward by email. Even though fulfillment happens with speed, the company isn’t sacrificing customer quality. To ensure the program acquires only new customers, Hanna Andersson and Extole use a number of verification and customer-quality checks that happen silently behind the scenes during checkout.